Reaching and Measuring! Nikos Palavitsinis, Agro-Know 500. Channels & Metrics

Reaching and Measuring!

Nikos Palavitsinis, Agro-Know

500. Channels & Metrics

Lean AKademy, Feb-Mar, 2014

501. Reviewing our Interview Results

• Report on your interview results so far

• 10’ for each team to briefly report on their findings

• Practical problems? How were your interviewees? Document their characteristics


502. Report of Interview Results

• We put the LC on the wall again• Product Risk– What are you solving?

• Market Risk– Existing Alternatives

• Customer Risk– Is this a viable customer segment?


503. How Interviews Affect our LC

• This is the time to put the new input on the canvas

• Any other insights?– Channels?– Pricing? – Other details we need to put up there?


504. Using Channels

• How does the product get from the company to the customers?

• Physical channels– First companies, sales representatives

• Web & mobile channels– New technologies


504. Using ChannelsProduct/Channel Bits/Virtual PhysicalBits/Virtual Facebook,

Twitter, GoogleInsurance, stocks, software

Physical Shoes, books, consumer electronics

Cars, food, utilities, etc.


505. Identify your Channels

• Is your product virtual or physical?• Will your channels be direct or indirect?• Web distribution– Dedicated e-commerce site– Platform, app-store (itunes)– 2-step distribution (amazon)– Aggregator (vertical market approach)– Social commerce (Facebook)– Flash sales (Groupon)



• Don’t pick all of them…• Physical distribution– OEM (Intel, Nvidia) – System Integrator (devices + software)– Value-added reseller– Direct Sales Force– Web/online sales (telesales)– Distributors to dealers or retailers



• Solution VS Marketing Complexity• Each channel can handle different levels of

complexity selling the product• Each channel adds different value to the

product as they promote it to the market• The higher value added, the higher the cost

that comes for the seller



506. Vanity Metrics (not!)• Acquisition– The point where an unaware visitor turns into an

interesting prospect• Activation– The point where the customer has

the first gratifying experience


506. Vanity Metrics (not!)

• Retention– Repeated use/engagement with your product

• Revenue– Events that get you paid

• Referral– Customers refer your product to others


Dave McClure – Pirate Metrics


507. Identify your Metrics

• How are you going to measure the performance of your product?

• Can we measure some metrics for this phase of product development?– X interviews– X problems identified– X solutions/alternatives identified


508. Takeaways & Assignments

• Let’s spend some time to reflect on our work today

• How did our LCs change?

• Do we have a different outlook on our initial hypotheses?


508. Takeaways & Assignments

• Refine your canvas some more… Look at the channels & metrics identified

• Prepare new interview forms and reach out to new interviewees!

• Conduct new interviews and prepare your input for the next time…


Questions?

Documents

Reaching and Measuring! Nikos Palavitsinis, Agro-Know 500. Channels & Metrics